Yellow Pages

Millennials, 'The Greatest Generation' and Direct Marketing
May 28, 2013

I’ve read many opinions on this feature that debate the statistics and accusations the article boasts, but the core of what separates the “Millennials” from prior generations is the advancement of technology during their (our) lifetimes. AdAge makes a troubling assertion (for direct marketers, at least) that, “Among other things, Baby Boomer marketers need to accept the fact that Millennials have not inherited their parents' love for the 'touch' of paper.” There is some truth to this statement, but as a Millennial who checks his mailbox every day, there is also a major balancing act

Why SMS Will Be Your Mobile Workhorse and 5 Ideas to Get You Started
January 7, 2013

We've talked about the importance of a mobile-friendly Web presence and mobile-optimized email for your small business. But there is one mobile tool that your small business should be leveraging that will be a key puzzle piece to the success of your mobile strategy. Some might argue that SMS is the most effective mobile channel that exists, when it comes to ROI.

Overwhelmed by the Complexity of Mobile Marketing? Start Here
November 5, 2012

When talking to small business owners,  I hear a lot of reasons as to why they haven’t added mobile to their marketing mix … These excuses illustrate why it's important to educate folks on the benefits and use cases of mobile and to demystify how it all works in order to eliminate the fear and uncertainty that prevent businesses from moving forward with mobile.

5 Priorities for Your Online Advertising
August 8, 2012

Every company knows it needs to devote some of its advertising resources to the Web. The question isn’t whether or not you need to be using it, it’s “how?” The fact is, you can spend a lot of money on techniques that produce little to nothing in the way of results. Moreover, what works for one business won’t necessarily work for another. If you’re going to make effective use of your advertising dollars, you need to properly define what it is you’ve set out to do. Following are five priorities to consider when developing an online advertising campaign.

Final Nail in Coffin of Yellow Pages Business Model?
June 4, 2012

It seems that the green movement is now focused on the Yellow Pages. The city council of San Francisco recently passed an ordinance banning the distribution of Yellow Page books within the city. Whether the San Francisco ordinance holds up or not, the direction is clear. The $31 billion annual revenue Yellow Pages are going the way of the Sears catalog. In the 1980s, Sears was estimated to have distributed over 400 million catalogs annually.

Why Is the Social Media Revolution Taking So Long?
June 1, 2012

It’s expected that Facebook will touch the one billion users mark later this year. Twitter and LinkedIn continue to grow at a phenomenal rate, as well. On the other hand, experimental social networks such as Quora and Pinterest have gained acceptance, as well. While there’s no doubt that social media are gaining mainstream traction in our personal lives as well as business, there’s no hiding the fact that several small businesses still shy away from social networks for a variety of reasons.

Study: Reviews and Images Drive Clicks in Mobile
January 30, 2012

Last November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were published. Mediative then followed up that study with a similar one focused on the Google Places app on the iPhone. For the iPhone-app study, just published yesterday, Mediative monitored eye- and click-tracking with 12 people in Canada.

Cash in on Content and Social Media Marketing in 2012
December 30, 2011

It has been predicted that 2012 will be the year of content. Whether you’re building your personal brand for career development and professional growth or you’re building your business brand to reach new levels of success in the new year, content marketing and social media marketing should be part of your 2012 marketing strategy.

Following are strategic steps you should take (if you haven’t already) to ensure you’re poised for social media marketing and content marketing success in 2012 and beyond (adapted from 30-Minute Social Media Marketing, McGraw-Hill 2010; and Content Marketing for Dummies, Wiley 2011).

3 Pros and 3 Cons About Toll Free Numbers
July 28, 2010

The value of toll free phone numbers for marketing purposes is up for debate. Some say they're passé. But many marketers still use them. Let's look at the pros and cons.